This document summarizes a presentation on Marketing as a Service (MaaS). The presentation discusses how MaaS can help companies execute comprehensive marketing campaigns across multiple channels while allowing in-house teams to focus on core business operations. It provides examples of how a MaaS provider helped two clients - a landscape design firm and a multi-location restaurant - improve their marketing results. The benefits of MaaS for both small-to-medium businesses and larger brands are also outlined. The presentation aims to illustrate how MaaS can help break down marketing silos and drive better business outcomes.

1. Juan Rojas
SALES DIRECTOR,
V DIGITAL SERVICES HOUSTON
AND THE HOUSTON PRESS
HOUSTON, TX ~ JUNE 5 - 6, 2019 | DIGIMARCONSOUTH.COM
#DigiMarConSouth
Marketing as a Service
Strategy Master Class
MASTERCLASS

2. An Introduction to
Marketing as a
Service
(aka MaaS)

3. 3
PRESENTER PROFILE
JUAN ROJAS
SALES DIRECTOR, V DIGITAL
SERVICES / HOUSTON PRESS
BIO:
Juan Rojas is the Sales Director of V Digital Services
Houston and the Houston Press. Mr. Rojas brings twelve
years of marketing experience to his role as a trusted
advisor to his clients. A proud Houstonian and graduate of
the University of Houston, he is passionate about
continuously educating his clients and his staff, as he
believes that better decisions arise from a deeper
understanding of how marketing works.
CONTACT AT:
juan.rojas@houstonpress.com |
832.368.3351

4. 4
CUSTOMER JOURNEY
WHAT IS MaaS?
CASE STUDIES
FROM SMB TO ENTERPRISE
Q&A

5. 5
CUSTOMER
JOURNEY

6. 6
MAP YOUR CUSTOMER JOURNEY
Consumer identifies they have a need
OTT & Programmatic Display, TV, Radio, Print, OOH
Consumer begins to form an opinion
Device ID, Video, Social, Email
Consumer intends to make a purchase
Local SEO, Organic SEO, SEM/PPC, Retargeting
Consumer makes a purchase
Local SEO, Organic SEO, SEM/PPC
Stay top of mind with your consumer, encouraging return purchases
Email, Social Media, IP Targeting

7. 7
SETTING GOALS
What are your Big Goals for 2019?
● Where do you want to be a year from
now?
● What do you need to do differently to
stand out in the marketplace?
Map your Customer Journey
● Are you reaching your customers
along the each step of the buying
process?

8. 8
SETTING CAMPAIGN GOALS
View
Through Pages
Per Visit
New
Users
Phone
Call
Click
Through
Transaction
Downloading
Information
Form Fill
Conversion
Time on
Site
KEY
PERFORMANCE
INDICATORS

9. 9
The Silo Effect
While emerging digital channels and solutions have expanded the marketer’s role, it
has also created the need for expanded skill sets, which has left most marketing teams
shorthanded and overloaded.
The Result –> Silo Marketing, which reduces the efficiency of a company’s
communication and leaves each channel competing for the consumer’s attention. This
is where most Digital Marketing fails: people think a simple ad on Facebook or Google
is what drives business. But it’s so much more!

10. 10
MaaS

11. 11
MaaS - Marketing As A Service
MaaS is new.
MaaS is the future.
It’s time to break the
paradigm that you
need a platform to
manage to campaigns.
Marketing as a Service (MaaS)
allows startups and smaller
companies to execute marketing
campaigns to their fullest while
allowing in-house personnel to
focus on the fundamental and
daily business needs of the
company.

12. 12
MaaS - Marketing As A Service
MaaS is new.
MaaS is the future.
It’s time to break the
paradigm that you
need a platform to
manage to campaigns.
MaaS companies help develop
strategies for marketing, create relevant
content, and execute the campaign over
multiple media platforms such as digital
and print. While the business maintains
control over the project, the MaaS
company handles details & execution.
This frees up your team members to
work on other matters.

13. 13
MaaS - Marketing As A Service
● Design of the overall
campaign
● Creation of landing
pages
● Initial and ongoing
website content such as
page setup and blogs
● Customer lead
generation
● Customized approach
for organic and local
SEO
● Analytics Integration
● Public relations
● Social media
● ROI tracking

14. 14
CASE STUDIES

15. 15
LANDSCAPE DESIGN FIRM
● 9 year old company providing
landscape design & build
services
● 3 full time employees
● Average deal size of $15K ($7K
minimum per job)
● 2-3 leads per week from their
website
Missing
Review Sites
FB ads
Community
newspapers/
magazinesAwareness
Interest
Decision
Action
Media Mix - Oct. 2017

16. 16
LANDSCAPE DESIGN FIRM
Proposed Media Mix
Google ads /
Local SEO
Google ads /
Local SEO / Retargeting /
ROI Tracking /
Review Sites
FB ads /
IG ads
Digital
DisplayAwareness
Interest
Decision
Action
● Started with a limited budget
- dipping their toes
● Developed a holistic strategy
to hit every part of the
customer journey
● Worked with their team to
develop ad copy that aligns
with their company values
and sales process
● Launched in Nov. 2017

17. 17
LANDSCAPE DESIGN FIRM
Results through May 2019
● 231% increase in impressions
● 330% increase in clicks
● 57% decrease in cost per
conversion
● 10-20 leads per week
● Average deal size of $44K
● $20K minimum per job
● Consistently booking
$100K level jobs
● 5 full time employees,
with plans to hire more
● Currently working on
developing a new site to
increase conversion rate

18. 18
MULTI-LOCATION FAST CASUAL RESTAURANT
Media Mix - Dec. 2017
● Brand has operated since the
mid 90’s
● 11 locations throughout TX
● Customer base is predominantly
Latino
● Hoping to attract a new Anglo
customer base
● Planned to open two locations
in largely Anglo cities within the
first six months of 2018
Missing
Missing
Digital Display /
Social Mgmnt
Billboards /
Taxi ads /
printAwareness
Interest
Decision
Action

19. 19
MULTI-LOCATION FAST CASUAL RESTAURANT
Proposed Media Mix ● Added digital display and device ID
strategies to their current OOH/print
plans
● Moved some focus from pure
Awareness to
Interest/Decision/Action
● Implemented a robust Local SEO
optimization plan to drive traffic to
each location
● Launched several separate
campaigns
○ Hiring
○ Grand Openings in two new
markets
○ Seasonal (eg. Holiday
reservations, Crawfish)
Local SEO /
Organic SEO
Local SEO
Digital Display / Device
ID/ Email Marketing /
Social Mgmnt
Billboards / Taxi ads /
Print / Digital Display
Awareness
Interest
Decision
Action

20. 20
MULTI-LOCATION FAST CASUAL RESTAURANT
Results through May 2019
● 424% average increase in GMB views, compared
to baseline
● 484% average increase in GMB clicks for
directions, compared to baseline
● Two successful openings in predominantly
Anglo markets
● 1,200% increase in Organic traffic to website
● Have built out location pages and a retooled
menu on website

21. 21
MaaS - FROM
SMB TO
ENTERPRISE

22. 22
Benefits to SMBs
When trying to keep
costs low, the marketing
department is often one
of the first to experience
cuts, which results in
teams that are short on
staff and long on work.
When small to medium-sized
businesses utilize a MaaS company,
they get a professional brand that
helps them perform and look bigger
than they actually are. This gives
current and future clients a modern
user experience and helps grow the
business faster than expected.

23. 23
Benefits to Larger Brands
Larger brands often have
exclusive in-house
marketing teams that
are able to cover a wide
variety of skill sets, but
Marketing as a Service
may come in handy in
certain situations.
These include:
● When entering a new market
● When introducing a new product
● When trying out a new
technology or channel
● Anything that extends outside
the skillset or experience of
current employees

24. 24
Q & A